This is now the eighth of 9 ppc classroom 2.0 reviews with the eighth module being called “Why you need to split test”.

When you launch your adwords campaign, you can have one of 4 scenarios as discussed in my review of module 7. Let’s assume you have scenario 1 or 2, i.e. you have traffic and are making sales, it is now time to properly split test which is what amit goes into in this module.

Amit goes into a lot of detail with google ads, landing pages and focuses on the 4 critical elements on your landing page that you need to split test as well as the importance of understanding what statistically significant means as explained below:

As mentioned, a new PPC campaign should be set up to contain at least two ads per ad group. You need to know which ad will convert the best, etc.
Essential to this process is the ability to be able to collect statistically relevant data. In order to collect the data correctly you need to the set the “Ad Serving” option to Rotate.
This campaign setting ensures that both of the ads will be displayed equally, and will give you the chance to check which of the ads has the highest CTR.
You see, Google sees your ad as more relevant if more people are clicking on it. Since Google wants to give their visitors the most relevant results, they reward ads that generate high CTR (versus competing ads).
Taking this a step further, you can also split test your landing page for improved conversions. Don’t underestimate how powerful this can be. You can potentially double or triple your conversion rate by just changing the headline on your landing page!

Split testing and statistically significant results

Let’s start by talking about split testing your Google ads. Say you’re split testing two ads with the following stats:

Ad 1: Clicks: 7, CTR: 2.0
Ad 2: Clicks: 4, CTR: 1.5

Now, clearly Ad 1 is the winner, right? After all, it has significantly higher CTR.
Well, let’s let the above ads run longer to see if Ad 1 is really the winner. Here’s what we end up with:

Ad 1: Clicks 32, CTR: 1.54
Ad 2: Clicks 54, CTR: 2.22

WOW! What happened? Ad 1 was supposed to be the winner, but after letting the ads run longer, Ad 1 turned out to be a total loser. Making decisions based on poor statistics is a big reason many affiliates fail to successfully optimize their campaigns. Do not fall into this trap

This certainly makes you think and you can use the tool at http://www.splittester.com to check on your google ads. In order to test different landing pages, amit also shows you how to use a tool to assist which automatically can divert your traffic to different landing pages. Note: you can see this tool in action when you sign up to his free email content as he uses it there!

If you would like to know more about split testing and ppc classroom 2.0, head on over to their main page where you can sign up for their free content when they reopen starting with the ppc classroom 2.0 relaunch on February 9th.

This is now the seventh of 9 ppc classroom 2.0 reviews and the seventh module is called “Launching Your Campaign… Do You Have a Dud, or a Winner?”.

You have built your adwords campaign and you set it to active – this is the point where you can have a success or a failure. What do you do next!

When you launch your campaign, amit works through the 4 different scenarios for every launch and how do you decide whether the adwords campaign is a success or not. The 4 scenarios are pretty well clear to everyone:

Lots of traffic and lots of sales – BINGO

Some traffic and some sales

Some traffic and no sales

Almost no traffic

Amit explains that regardless of the scenario, there is work to do – even if you are making sales. Looking at one of the scenarios – scenario 2 below, amit gives an example of what you should do

In this scenario, you’re getting a good amount of traffic; however, your conversion rate is woefully bad. You’re spending $200 per day but making only $50-$100 per day in sales, WAY below break even.
If this is the case, then here’s what may be the problem:

Are all your ads in position 1 or 2? If so then you’re bidding too high. You’re getting a ton of click-happy visitors and paying through the nose for it. Drop your bids by 30% (or more) across the board and reassess your campaign.
How targeted are your keywords? Check to see what keywords you are bidding on, and how targeted they are to your offer. If you have a lot of junk keywords in your list, they could be killing your conversion rate, especially if you’re getting a ton of traffic from these keywords.
Do Your Google ads make sense? Poorly written Google ads can also kill your conversions. Check to see if you’re following all the guidelines for writing Google ads I talked about in Module 4. Also, imagine you’re a visitor seeing your ad for the first time. Does it make sense? How does it compare to your competitor ads?
Your landing page may be poor. If you’re having doubts about your landing page, upload a set of ads that directly link to your merchant site and that are identical to your original ads (expect for the display URL, of course). This way, you can quickly test if your landing page is the problem by comparing your landing page conversion rate to the conversion rates you’re getting with direct linking.

All very good advice and I particulalry appreciate his advice as to when to suspend your campaign as he gives you clear advice atwhat point you need to move on

For now, you cannot buy ppc classroom 2.0yet but you can sign up to be notified when they reopen starting with the relaunch on Febuary 9th. You will be given lots of additional content on pay per click in this launch so be ready.